Abstract:In this article, I argue that the debate about the irrational consequences of rationality, discussed within the tradition of the Frankfurt School, and applied to technology and machinery in the concept of technological rationality (Marcuse 1941;1960;2007/1964/1965, can help us better understand and criticise contemporary algorithmic capitalism. In particular, the dialectical relation between technics and technology proposed by Marcuse (1941) argue that the company developed on the foundation of three interconnected technological rationalities: organisational rationality of flexible management values and labour utilisation; informational rationality of generating value from advertising and audience labour; and rationality of surplus value accumulation based on reification of labour and consciousness. The company produces two main types of commodities: audience commodity and algorithmic commodity, each solidifying the company's control and dominance over Internet usage habits.Keywords: Technological Rationality, Algorithms, Automation, Commodity Exchange, Labour, Reification, Value, Praxis Acknowledgement: I would like to thank Christian Fuchs and WIAS International Fellows for informed and critical discussions about contemporary capitalism that helped solidify and sharpen the ideas developed in this article.